Google Shopping has fast become both a leading traffic source and a sales advantage.

Whether you’re already retailing online or exploring how you can go from bricks and mortar to a virtual store, there’s never been a better time to set up your Google Shopping Campaign. The opportunities to not only make instant sales but to also find, target and reach your most lucrative customer base, growing a business into a brand along the way, are practically infinite.

But that also means the challenges are many too: how and where do you focus your marketing activity? How do you meet customers’ ever-increasing expectations of what makes a good shopping experience? And how do you cut through the competition, whether they’re the big players or smaller outfits in the margin-cutting race to the bottom?

Google Shopping (formerly Google Product Search, Google Products and Froogle) is a Google service which allows users to search for products on online shopping websites and compare prices between different vendors.

Google Shopping is the next big thing in retail. Otherwise known as Product Listing Ads (PLAs), these little thumbnails appear in the top or top right of a search results page and they also populate the ‘shopping’ tab page.

We’re going to concentrate on the results that appear on the main search results page – because that’s where you want to be! These ads are now one of the leading traffic sources, enabling you to attract new customers at a competitive cost. If you’re not showing up in these search results, you’re missing out!

It’s not rocket science. But there is an art to getting Google to love your stuff so much, that they push it out to your potential customers.

So, let’s get a quick look at the mechanics of it all…

Powered by two platforms, Adwords and Google Merchant Center.

Adwords: This houses your shopping campaigns and is where you manage your budget and bids, and fine tune insights and optimisation

Google Merchant Center: This is home to your product feed

To determine which search queries are best answered by your ads, Google takes into account your feed, your site and your bids. Which makes setting up your ads a bit like working on your SEO

The Web Bureau’s eCommerce experts work alongside your team to feed your products into a strategic selection of online marketplaces and global channels.

Ask us how we would analyse your data to explore customer journeys, review your sales funnel and monitor the check-out process. By refining the experience for existing users and maximising their conversion rate, we can help you drive sales.

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